The label's namesake was inspired by Billy Strayhorn's song "Lush Life". Conceptually 72 Smalldive is an essential & exclusive address for the knowing. At 72 Smalldive, refuge is offered to the sharp-dressing, lush-living, über-class souls who are wearied by a seemingly endless swarm of ostentatious goods masquerading as luxuries.
Instead, at 72 Smalldive, concepts of life's pleasures and comforts are rigorously challenged, sought for, and redefined. The aim is to build a deluxe nook where speculative philosophy meets passion so that an indefinitely lasting style will be conceived.